The Kraken Rum is dark and mysterious like the beast itself, and most of the information we have is a mixture of second-hand sailors' accounts and estimations.
To create dynamic, interactive, and innovative Out of Home and Point of Sale marketing collateral and branded merchandise and promotional material that portrayed the beastly and vast qualities of The Kraken Black Spiced Rum.
The Kraken has been portrayed as a massive, mythical creature that can take down anything in its path. We created narratives within some of the merchandise to keep the storyline of the Kraken alive and reiterate the point of its power. The identity we created around The Kraken brand has been that the Kraken is a huge, violent, mysterious beast, and massive on any scale. No one can challenge it, and consumers have been urged to "Release the Kraken."
As will the Out of Home Marketing and Point of Sale systems, we wanted to give The Kraken beast life and have it "attack" the real world and its components that people perceive so often as safe and normal. In items such as the drop shot glass, when the glasses are filled with liquid the Kraken starts rising up to attack the ship above it. We placed it in environments where it would never be found and built it in 3D to literally have it interact with the surrounding environment.